Ryan Jamboretz - Future of TV Presentation

M A K I N G VO D PAYBUILDING BLOCKS FOR SUCCESSFUL

MONETIZATION OF ONLINE VIDEO20 JANUARY 2011

RYAN JAMBORETZMANAGING DIRECTOR EMEA

2

5/11/2011 2ALL CONTENTS PROPRIETARY AND CONFIDENTIAL INFORMATION OF VIDEOLOGY, INC.

REACH

36+ MillionOnline Video Monthly Unique Users

TIME

17 HoursOnline Video Monthly Unique Users

VIEWS

200 MillionAverage Monthly Video Views

AUDIENCE COMPOSITION

60% A25-54Not Just a Kid Thing: 45% are A35+

IMPACT

37% LiftAvg Increase for Brand Awareness (1.7 time Higher than Display)

Source: comScore November 2010; Nielsen July 2010

FASTEST GROWING ENTERTAINMENT MEDIUM

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RAPIDLY INCREASING

BROADBAND PENETRATION

CHANGING USAGE HABITS DRIVING MASSIVE

MEDIA FRAGMENTATION

IP BASED DRIVING 1-1 ADDRESSABILITY

TV BECOMING MORE LIKE PC

INCREASED NEED TO

MONETIZE FRAGMENTATION

CONSUMER, DISTRIBUTION, ADVERTISING

TECH ADVANCEMENTS

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FACTORS DRIVING CHANGE

MAKING VOD PAY: BUILDING BLOCKS FOR SUCCESSFUL MONETIZATION

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AGENCIES AD NETWORKS CONTENT CREATORS

• Looking to create efficiencies from audience-based buying via a “network” model approach

• Quickly growing competitive set to an already cluttered market with Display nets moving into video market

• DSP & SSP playing a bigger role in the monetization process

• Eager to capitalize on multi-brand media portfolios via audiences-based buying solution

DSP→ ←SSP

A FUNDEMENTAL SHIFT IN MEDIA BUYINGA New Fight for Audience-based Video Ad Dollars


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FOCUS FOR TODAYKey Building Blocks for Successful Monetization

EXPAND DISTRIBUTION ACROSS VARIOUS CHANNELS1

2 PREPARE FOR A MULTI-PLATFORM WORLD

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DEPLOY A THREE-PRONGED MONETIZATION APPROACH4

CREATIVE INNOVATIONS AT SCALE


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FOCUS ON YOUR AUDIENCE

6 DELIVER ACTIONABLE INSIGHTS & ANALYTICS

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THINKING BEYOND THE PC SCREENAccelerate Your Multi-Devices Distribution Strategies

PC TV

Tablets Mobile


CROSS-CHANNEL CONNECTION

ADVERTISERS

Advertisers looking to manage conversations (reach/frequency)

across multiple screens.

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AUDIENCE-BASED TARGETINGExtract the Most Value from Your Inventory by Advanced Targeting

Know Your AudienceIdentify your consumer segments in detail

Sell Your AudienceEnable advertisers to buy only their most desired consumers.

Maximize RevenueExtract the most value from each impression (Increased CPMs)


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MULTI-PRONGED MONETIZATIONMaintain Control but Maximize Monetization Across Multiple Resources

PRIC

ING

(CPM

)

LOW VOLUME HIGH VOLUME

LOW

HIG

H

• Utilize Exchanges to Monetize Remnant Inventory

• Be Prepared for Peaks & Valleys

• Utilize Exchanges to Monetize Remnant Inventory

• Be Prepared for Peaks & Valleys

• Guaranteed Fill Rate• Utilize Multiple Networks

• Guaranteed Fill Rate• Utilize Multiple Networks

• Branding/Sponsorship/High CPM Sell• Branding/Sponsorship/High CPM Sell

DIRECT SALES

NETWORKS

EXCHANGES


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CREATIVE DEPLOYMENTStriking a Balance between Innovation & Vast Reach

SCALE• Be Inventive but Be Scalable• Deployable on All Distribution Partners• VAST & VPAID Compliant a Must

SIMPLICITY• Make it Easy for Agencies to Executes • Handle All Creative Development• Be Fast… Beware/Avoid of Approval Delays

SUCCESS • Be the Expert - Make Recommendations to Clients• Evangelize the Success

Pre-Roll

Video Overlays

Interstitials

AdSelector


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ANALYTICS & METRICSRobust Reporting & Performance Optimization Yields Increase Revenue


• In-depth analysis to evaluate campaign performance

• Recommendations to improve future campaigns

CAMPAIGN REPORTING BRAND MEASUREMENT

ALL CONTENTS PROPRIETARY AND CONFIDENTIAL INFORMATION OF TIDALTV, INC.

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PERFORMANCE: Demographics

COMMENTS:• Across all campaigns, click-through rates were highest among the 25-34 and 35-44 demographics.

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F18-20 F21-24 F25-34 F35-44 F45-49

CAMPAIGN A

Comp % CTR

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F18-20 F21-24 F25-34 F35-44 F45-49

CAMPAIGN B

Comp % CTR

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F18-20 F21-24 F25-34 F35-44 F45-49

CAMPAIGN C

Comp % CTR

CTR Comp % CTR Comp % CTR Comp %F18-20 0.65% 76% F18-20 0.69% 73% F18-20 1.01% 68%F21-24 0.63% 77% F21-24 0.75% 75% F21-24 1.02% 70%F25-34 0.81% 77% F25-34 0.91% 75% F25-34 1.32% 70%F35-44 0.85% 78% F35-44 1.00% 75% F35-44 1.29% 70%F45-49 0.78% 78% F45-49 0.94% 75% F45-49 1.17% 70%

Healthy Look Lash Boosting Revitalift

BRANDSCORE: Recall by Age

0%5%

10%15%20%25%30%35%40%45%50%

13-17 18-24 25-34 35-44 45-54 55+

Recall Starburst by Age

Exposed Control

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5%

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35%

13-17 18-24 25-34 35-44 45-54 55+

Intent to Buy Starbust and Age

Exposed Control

COMMENTS:• Purchase intent saw the biggest gains for the 25-34

audience (40% lift), 35-44 audience (34% lift) and 55+ audience (204% lift), indicating that the more mature audiences were impacted to take purchasing action after seeing the ad.

• Negative purchase into was seen for 13-17 audience (-6% lift) and 45-54 audience (-21% lift).

COMMENTS:• Creative was well remembered with strong increases in

recall across all age groups… 13-17 = 392% lift 18-24 = 91% lift 25-34 = 681 lift 25-44 = 619% lift 45-54 = 487% lift 55+ = 291% lift

Sample Size: Exposed Completes (N=594), Control Completes (N=1112) / Statistically significant at a 5% level

Recall by Age

Intent to Purchase by Age

• Provide brand-centric insights to increase value

• KPIs: Purchase Intent, Brand Lift, etc.

RESULTS

Repeat Business Increase Budgets Partner vs. Vendor

T H A N K YO UQUESTIONS?

RYAN JAMBORETZMANAGING DIRECTOR EMEA

20 JANUARY 2011